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The tea category can be a stifled one full of cozy bliss and escapism but Clemenger BBDO Melbourne developed a strategy for Tetley that breaks the category norm with a more honest approach. With the tagline, “Sometimes, you just need a Tetley,” the campaign pays homage to hard-working women (who make up the primary audience of tea drinkers) and neatly illustrates the reality of a good cup of tea—a simple break during a hectic day. “Leaving,” the first spot in the campaign, focuses on Tetley’s flagship black tea; subsequent ads will showcase the Chai Latte and Fruit & Herbal lines.

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